Indeed. Joe Jennings started Skydive.com to do some co-op marketing for legitimate dropzones. For a flat monthly fee, he's promoting the hell out of Skydive.com, which provides a map to help someone find the nearest DZ.
I've just signed our DZ up with Joe, and encourage everyone else to do the same. If we all help fund this advertising effort, we'll all benefit, and customers will be treated in a straightforward, honest way.